Glastonbury is here once again. And it’s looking like a dry one (those lucky bastards). If you’re one of the jammy sods to be there, you’ll likely have seen a new ad for Strongbow, marking it as the perfect festival refreshment.
Otherway has crafted a new campaign for Strongbow to kick off its summer of marketing activity. It launches this week with some tactical advertising around Britain’s largest summer events and experiences, starting with – you guessed it – the action down on Pilton Farm.
Cider has long been associated with summer music festivals like Glastonbury. And so the spot is brought to life with big takeovers around the festival’s travel hot spots, like Paddington and Victoria stations in London. The campaign is then supported across socials and programmatic ads.
Titled Strongbow’s Festival, the creative each champions the drink’s various flavours available and features a “festival truth”, all tying in nicely with the brand’s usual humour and tone. Lines like, ‘More refreshing than your post-festival shower’ and ‘Closest you’ll come to consuming fruit at a festival, probably’.
It’s all part of the latest iteration of a ‘Take a Bow’ creative platform created and designed by Otherway and launched in 2023. The idea was to reinvigorate the 64-year-old brand by redesigning the iconic can to reflect a more diverse audience. As such, the ‘Take a Bow’ theme celebrates the brand hallmark of “championing everyday greatness” while modernising how it lands for a new generation of consumers. “The platform continues to place drinkers, their values and unique sense of humour at the very heart of the brand,” explains Otherway.
Based in London and San Francisco, Otherway has been around for over a decade. Along with Strongbow, its clients include Homebase, Graze, and Fortnum & Mason. “Strongbow has always had a close relationship with UK festivals, so it’s good to get the brand back into the conversation. With all the new flavours launched, it’s also the perfect festival refreshment come rain or shine,” says Jono Holt from the studio.
